Eighty percent of companies believe they deliver great experiences according to Bain & Company. But only 8% of consumers agree. People wouldn’t care if 77% of brands disappeared tomorrow, say Havas. How can brands be so out of kilter with the customers they are there to serve? For the last 10 years, Project Reconnect has been WFA’s platform to reconnect brands and consumers. We’ve been exploring how brands can remain relevant and meaningful in today’s fast-changing, hyper-connected, ultra-distracting world. Every day at WFA, we see how brands are blamed for many of society’s problems. The press, policy-makers and NGOs instinctively…

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